Why would anyone like Negan's character?

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I was reading some YouTube comments and many users expressed admiration for Negan's character. Seriously? That lunatic named his bat. And after his dead wife no less? How messed up is that? I see Negan as nothing more than a smiling clown with a bat, who probably suffers from some unresolved child issues that makes him enjoy breaking other people. Why would anyone like such character? I like the idea of having a villain in the story but I will always side with Rick and his group. Aren't we all supposed to feel that way? Image source: photobucket.com